Over 80 Per Cent Of Influencers Raise Concerns In ACCC’s Crackdown
The Australian Consumer Commission (ACCC) has reviewed over 100 influencers, revealing that over 80 per cent of them posted content that raised concerns.
A comprehensive research has taken place earlier this year, focusing social media platforms like Instagram, TikTok, Youtube, and Facebook.
Stay up-to-date on the latest news with The National Briefing – keeping you in the loop with news as it hits:
The investigation, prompted by consumer reports, targeted 118 influencers suspected of spreading potentially misleading information.
Among the key discoveries, a staggering 81 per cent of the influencers reviewed were found to have posted content that raised concerns, with a notable issue being the failure to disclose brand sponsorships or paid partnerships.
ACCC Acting Chair Catriona Lowe has expressed concerns about the lack of transparency among influencers.
“Based on the findings of our sweep, we are concerned that influencers, brands and advertisers are taking advantage of consumers’ trust through hidden advertising in social media posts by influencers,” Mr Lowe said.
Such behaviour has violated the Australian consumer law, which carries penalties of up to $2.5 million for individuals and up to $50 million for companies found in breach.
“Many influencers were formatting their posts to hide their advertising disclosure or make it difficult for consumers to notice it,” he added.
Another common issue found in the report was influencers using vague or confusing language to disclose advertising, such as “sp” and “spon” instead of “sponsored”.
“We found that many influencers were formatting their posts to hide their advertising disclosure or make it difficult for consumers to notice it.”
Subscribe to The Briefing, Australia’s fastest-growing news podcast on Listnr today. The Briefing serves up the latest news headlines and a deep dive into a topic affecting you. All in under 20 minutes.